国际营销最终版.ppt

LOGO * 0- PPT 制作人： 刘宇 施菁菁 宋俊丽 肖晓 09国贸4班 Instruction Diet is absolutely necessary in the life of mankind, and it will even affect the existence and development of the human world. There are many differences between Chinese and western cultural traditions, the Chinese and western dietary cultures are different in concept, target, pattern, attribution and nature. China:various,delicious Southern area:sweet Northern area:salty Eastern area:spicy Western area:sour USA:fast,convient American citizens focus more on efficiency,nutrition,food science and convience. While from the Chineses point of view, food is a part of life, they focus more on flavor, material, and tradition. France:fine,attractive The French have a passion for food and pay more attention on the style and material.Romance can be seen anywhere at anytime in France and food is no exception. Spain:strong,nice This is an exotic country with beautiful scenery and hospitable people.Seafoods are spanish peoples favorite. India:curry,vegetarian Affected by religion,most Indian people are vegetarians.Also,they love curry and fly pie. * KFC is the worlds most popular chicken restaurant chain, specializing in Original Recipe, Extra Crispy, Colonels Crispy Strips and Honey BBQ Wings, with home-style sides and freshly made chicken sandwiches. Since its founding by Colonel Harland Sanders in 1952, KFC has been serving customers delicious, already prepared complete family meals at affordable prices. There are over 15,000 KFC outlets in 105 countries and territories around the world. * KFC in China * Why does KFC develop so fast ? Product homogeneity Brand and menu localization product strategy * Fast food: Product homogeneity hamburgers French fries soft drinks ice cream Although many countries differentiate in eating habits and diet culture, KFC mergers this difference, and offers all customers extremely similar products. * Brand and menu loc